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Ready to level up your show’s monetization strategy with podcast sponsorships?
Podcast sponsorships are both beneficial for you, and for companies interested in promoting their products or services successfully. Finding the right match is the challenge. Where do you even start on finding a sponsor?
You’ve come to the right place! In this post, we’ll explain how to find potential sponsors, and how to land your first podcast sponsorship deal.
Start with the video below and then read on for everything you need to know on podcast sponsorships:Has your podcast attracted enough of an audience that you’re starting to think about monetizing? Maybe it’s time to start looking into podcast sponsorship to turn listeners into revenue.
If you’re wondering how the world of podcast sponsorship works, you’re in the right place. In this article, you’ll learn exactly how podcast sponsorship works, and how to land your very first sponsor.
Ready? You’ve got this!
How many followers do you need to get a podcast sponsorship?
Sponsorships are usually based on downloads per episode, not just follower count on social media or podcast apps. Most advertisers measure downloads within the first 30 days after an episode is released. While there’s no universal threshold, traditional ad networks often look for at least 10,000-15,000 monthly downloads before working with a show.
But that doesn’t mean smaller podcasts can’t land a sponsor, especially if they can prove that their podcast provides value and have a loyal audience in a niche market. In some cases, sponsorships can start with just a few hundred downloads per episode, depending on your niche.
Here’s an overview of what you can offer based on your show’s size:
How do podcast sponsorships work?
A podcast sponsorship is when brands pay to promote their product or service on your show. This promotion can take several forms, from short host-read ads to full brand endorsements.
Let’s take a look at how the main formats break down.
Types of podcast ads
Podcast ads fall into four main types:
- Host-read ads: These are ads read by the host. They often have a personal angle (“I love/use this product because …”) and tend to be the most effective type of ad. But they can be time-consuming for podcasters, and give brands less control over the final message.
- Pre-recorded spots: Just like traditional radio commercials, these pre-recorded ads are added into a podcast in post-production. They are easy to place and don’t require host involvement, but they’re less engaging for listeners.
- Dynamic ad insertions: These ads are automatically inserted into episodes by the hosting platform at the time of download or streaming. They are flexible, and can be inserted into old episodes, but they may interrupt the podcast’s flow.
- Baked-in endorsements: These ads are permanently recorded into an episode during production and remain there forever. They feel authentic and seamless (and can’t be skipped by listeners) but also can’t be updated or replaced.
Ad placement options
Considering where ads play in your podcast can be just as important as the type.
You can choose from:
- Pre-roll ads: Played within the first 10-15% of an episode. They tend to get listener attention but risk being skipped.
- Mid-roll: These ads are inserted halfway through the episode. They tend to get the highest engagement, but may annoy listeners by interrupting the flow.
- Post-roll: Played at the end of an episode. They reach your most loyal listeners, but lose everyone who doesn’t stay up until the end.
Read: Podcast Advertising: The How and Why of Podcast Ads
How ad rates are calculated
Podcast ad rates are usually calculated in one of three ways: CPM,flat rate, or affiliate-based pay.
Let’s take a closer look.
CPM (Cost per mille)
What it is: CPM stands for cost per thousand downloads. Sponsors pay a set rate for every 1,000 downloads of an episode containing their ad.
Best for: Medium-to-large podcasts with consistent audience numbers.
How it works:
The more downloads your podcast gets, the more you can earn with CPM pricing. If your CPM is $25 and your episode gets 10,000 downloads, you’ll earn $250 for that ad slot.
Rates vary by niche and placement:
- Mid-roll: Highest CPM
- Pre-roll: Second-highest
- Post-roll: Lowest
Typical CPM ranges from $15–$50 per ad, and the more ads you run per episode (most shows run 4–6), the more you can multiply your revenue. If you’re not tied to a platform’s fixed CPM, you can charge whatever you can justify based on performance.
Flat rate or value-based pricing
What it is: The sponsor pays a fixed amount regardless of downloads. This flat rate can be paid per episode, per month, or as part of a package.
Best for: Smaller or niche podcasts that likely won’t make much based on CPM.
How it works:
Flat rates are commonly bundled with additional promotional deals like newsletter mentions or social media posts. They work well for niche or local sponsors, and they guarantee income even if your audience is small.
- Pros: Predictable revenue, easy pitch to local businesses.
- Cons: Doesn’t automatically scale with audience growth.
Affiliate-based sponsorships
What it is: You earn a commission for each sale or conversion driven by your unique affiliate link or promo code.
Best for: Any podcast looking to test sponsorship potential or build long-term sponsor relationships.
How it works:
Links and promo codes can be integrated into host-read ads, show notes, episode descriptions, social media, or your website. When listeners buy the product using them, you earn a percentage of the sale.
- Pros: Works at any audience size, scalable, low-maintenance once set up.
- Cons: Revenue is unpredictable and depends on listener action.
How to get a podcast sponsorship: Top options
Now that you understand how podcast sponsorship works, it’s time to start landing some. But how do you do that, exactly?
You’ve got two main paths: work with a podcast ad network or approach brands directly. Before you choose, though, make sure you have one thing ready…
Create a media kit
Unless you’re just joining a podcast sponsorship network and never plan to pitch brands directly, you’ll need a podcast media kit. This is a document or website that gives potential sponsors everything they need to know about your podcast from a business perspective.
A media kit usually includes:
- Podcast overview: Topic, focus, and format
- Audience details: Demographics, location, engagement, downloads per episode, monthly listeners, average ratings
- Host info: Background, expertise, personality
- Success highlights: Awards, rankings, notable coverage
- Featured guests: If relevant
- Marketing reach: Social media links, website, newsletter
- Sponsorship opportunities: Ad types, placement options, pricing
- Testimonials: What listeners say about your show or reviews
Think about your ideal listener, so you can clearly communicate how you reach them to any brands you approach. A strong media kit should provide any potential sponsor with a deep understanding of your podcast and how your audience is a good match for their product or service.
Looking for a deeper dive on media kits? Read How to Make an Effective Podcast Media Kit.
Option 1: Choose whether you’ll approach brands directly or use a network
When it comes to podcast sponsorship, you’ve got two main alternatives: go through a podcast network, or advertise directly. Let’s take a look at both options.
Podcast ad networks
A podcast ad network is a company or collective that represents multiple shows. They provide a number of services, including finding sponsors, negotiating rates, inserting ads, tracking performance, and paying you out.. They do all the work for you and they’re easy to scale. The downside is that they take 20-50% of your revenue and you’ll get a lot less say in who your advertisers are and what the ads sound like. Plus, many podcast networks require 5,000 - 20,000 downloads per episode to even get started.
Some popular podcast ad networks include:
- Acast Marketplace: Available for shows hosted on Acast. Requires 1,000+ monthly listeners to apply.
- Gumball: Features high-end brands, but requires 20,000 downloads per episode.
- Libsyn Ads: Includes dynamic ad insertion and host-read sales but requires 20,000 downloads per episode.
- Spotify for Creators: Offers a range of monetization options for podcasters with at least 12 published episodes, 10,000 global consumption hours, and 2,000 Spotify streams in the last 30 days.
- Podbean Ads Marketplace: Available for shows hosted on Podbean. Offers both dynamic ad insertions and host read ads with no minimum audience requirement.
- RedCircle: More of a hybrid option where creators maintain more control. They even offer an option for those who don’t host their shows on the platform. Minimum threshold is 500 downloads per episode.
- Spreaker Monetization: Available to Spreaker users with 5,000 monthly downloads across their catalog.
- Zencastr Monetization: A non-exclusive platform available to Zencastr-hosted podcasts and with some opportunities for those on other hosts. Open to all creators.
If you’re considering joining a podcast ad network, you’ll want to ask the following questions:
- What services are included (ad sales only, or marketing/production too)?
- What percentage of the ad revenue will I keep?
- How long is the contract?
- What happens if I want to leave the network?
- Am I locked into the network, or can I pursue other options as well (like direct sponsorship)?
Read: How, Why & When to Join a Podcast Network
Direct sponsorship
Pitching directly to companies involves a lot more legwork. The upside is, you get more control, build stronger relationships, and keep 100% of the revenue.
In order to try to land a direct sponsorship deal, you’ll need to:
- Know your audience: Track downloads, demographics, listener location, engagement rate, plus survey data or testimonials. Add all this data to your media kit.
- Identify brands: Target products and services your audience would love. Check what brands sponsor other shows in your niche.
- Pitch smart: Personalize your outreach, explain why your podcast would be a good fit, and clearly outline benefits.
- Offer clear packages: Offer clear packages and show pricing options upfront. Use the pricing models we discussed above (CPM, flat rate, or affiliate).
- Be transparent: Advertising lives and dies on results, so provide performance data (downloads, impressions, listener feedback) that shows their ads are working.
“A curious method that has worked better than I expected is responding to spam-like emails. These are mass emails that are asking if I would be interested in interviewing their founder/CEO/author/etc. on my podcast. I reply back "no” but I would be happy to run a 60-second paid ad spot - this has resulted in a sponsor about 10% of the time.”
Harris, host of the Calm History podcast.
If you need a good example to get you started with your email proposal, check this sponsorship pitch template:
Hello [CONTACT NAME],
I’m reaching out to you to inquire about a possible partnership between [COMPANY] and [PODCAST TITLE].
[PODCAST TITLE] is a [PODCAST TOPIC] podcast focusing on [PODCAST FOCUS]. It’s a conversational, down-to-earth approach to real-world issues. Our show currently sees more than [NUMBER] monthly listeners of diverse ages and backgrounds from [NUMBER] countries around the globe.
I’m confident that if you choose to sponsor [PODCAST TITLE], your brand will see a great deal of exposure to our diverse and expansive audience. Do you have time this week to set up a quick call about this potential collaboration opportunity?
Best,
[YOUR NAME]
Remember that pitching is a numbers game. You’re likely to get rejected a lot, and that’s normal. All you need is to find that first sponsor, and the rest will come in time.
“What has worked for me in terms of getting new sponsors is emailing brands that I like and asking about their future sponsorship opportunities, sharing how I use their products, and asking to be included. I landed my first sponsor on my 7th episode!”
Kyla Denanyoh, host of the You Are a Lawyer podcast (recorded with Riverside)
Bonus tip: Offer a podcast sponsorship package
Many podcasters offer sponsorship packages directly to advertisers. You can offer extra services like social media promotion, website links, affiliate codes, and more. Bundled offers can be a way to provide more value to the advertisers - and get a higher rate in the process.
Option 2: Be approached by a brand
Many podcasters who experience some early success are approached by brands directly. If this is you, congratulations: you’ve built enough of an audience to get noticed!
Once you get some interest, it’s time to start discussions. Here’s what you should do next:
- Research the brand’s values, audience, and product.
- Get a sense of their goals and budget.
- Draft a clear sponsorship agreement.
Beware though: Only promote companies that you believe in and respect If you feel sleazy when recording that ad copy, you’ll probably sound sleazy too.
Option 3: Join an affiliate network
Affiliate deals are easy to get because they’re low-stakes for advertisers – they pay you only when listeners buy using your link or code While payouts tend to be lower than other options, they have some pros:
- They can pay off if you find products that are highly relevant to your audience..
- You can use them to generate data that shows your listeners will convert to approach better sponsors.
The easiest way to get affiliate sponsorships is through an affiliate network, such as Amazon Associates, ShareASale, or CJ Affiliate.
Some podcast ad networks, such as Podcorn, Gumball, and Acast, offer affiliate marketing opportunities as well. Many brands also offer their own affiliate platforms and codes.
Read: 8 Best Affiliate Programs for Podcasts to Make Money
Option 4: Network at industry events
When it comes to finding opportunity, networking works for podcasters just like it does in other businesses. Events like podcasting conferences can be a great place to meet potential sponsors. At the very least, you’ll be able to connect with experienced podcasters who may provide recommendations or referrals.
If traveling isn’t practical, consider networking online through virtual events and online Facebook groups, Reddit threads, and forums. You can even reach out to other podcasters in your niche to offer guest swaps, feed drops, or other forms of cross-promotion.
Option 5: Ask on-air
Let your listeners know you’re open to sponsorships. Be sure to frame your on-air request as a friendly invitation, rather than a sales push. Something like:
“This show is currently sponsor-free. If your brand fits our audience, let’s talk!”
You could even consider offering referral bonuses if a listener connects you with a sponsor.
Bonus option: Start a Patreon
Patreon isn’t traditional podcast sponsorship, but it can bring in some money if you have a loyal fanbase. With a Patreon podcast, listeners pay you directly for bonus content, early access, exclusive perks, or just to support the show.
It can be a nice option because there is no conflict of interest or need to appeal to brands, and it’s not tied to download counts.
“Every podcaster should use Patreon, or a similar platform, and encourage listeners to support the podcast. Overall, having listeners who support you with a monthly pledge can be the best method for a podcaster with any size audience.”
Harris, host of the Calm History podcast.
4 more tips to get high-paying podcast sponsors
Need a few more tips to secure better sponsorship deals and keep your audience happy in the process? Here are a few.
Choose sponsors wisely
While it can be tempting to take on any sponsor who will give you money, long-term success comes from aligning with brands that add value to your listeners. Does this product or service solve a real problem for your listeners? Is it something they would want or need? Does the brand fit in with your niche? Would I personally use or recommend it? If the answer is “no” to most of these questions, consider moving on.
Stay below 5% of ad time
While adding more ads to an episode can mean more money, you don’t want to alienate your audience. According to a survey from Sounds Profitable, it’s best to keep your ad time to below 5% of total listening time. For a 30-minute episode, that’s about 1.5 minutes of ads (roughly one or two breaks).
It’s also a good idea to check your listeners' feedback about your ads, and whether listening duration or downloads drop when you increase the ratio.
Create more (quality) content
If you have an engaged audience, each new episode is more ad inventory you can sell to new or existing sponsors. If you can maintain your quality, consider producing shorter “mini” episodes or adding bonus ones to increase your podcast’s overall revenue.
Promote your show to grow your audience
Whether you’re being paid based on CPM, affiliate, or flat rate, a bigger audience always provides monetary benefits. Promotion is essential, and you should never stop looking for ways to expand your listener base to grow your revenue. You can get some tips on how to do that in our piece on podcast promotion.
What brands sponsor podcasts?
Many different brands sponsor podcasts. In fact, the podcast industry is projected to be worth $17.59 billion by 2030. This means more new advertisers entering the market, bigger budgets from those who are already spending, and more opportunities for creators. While there is no one type of company that tends to advertise on podcasts, you can check out some of the top podcast advertisers here.
How much to charge for a podcast sponsorship?
Rates for podcast sponsorship depend on your audience size, engagement, ad format, and whether you’re charging a flat-rate or CPM.
Industry statistics suggest that pricing tends to break down as follows:
Average CPM-based ad rates
- Pre-roll (15-30 seconds): $15-18
- Mid-roll (60 seconds): $25-$30
- Post-roll (15-30 seconds): $10-20
Note that if you use a podcast ad network, they’ll set the rate for you based on your niche and listener statistics.
Flat-rate pricing ranges
- Small podcast (under 1,000 downloads/episode): $25–$75 per ad spot
- Mid-size (1k–10k downloads/episode): $100–$500 per spot
- Large (10k–50k): $500–$2,000+
- Top shows (50k+): $2,000–$20,000+ per spot
Remember that there are no universal rules here, though. Podcast sponsorship rates are a business decision. Advertising isn’t about price points, it’s about value. If you can prove that your podcast is worth more to a business, you can likely charge more as well.
What do top podcasters make?
Top podcasters like Joe Rogan, Dave Ramsay, and Marc Maron earn hundreds of millions of dollars on their podcasts. For example, based on a typical CPM of $30–$50 and estimated 16 to 24 million downloads per episode, Rogan can generate $480,000 to $720,000 per ad slot. Multiply that by 4 ad slots, and you’re looking at some serious income!
You can find more examples in our article on how much podcasters make.
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